Forbes Content Marketing Playbook Gets Mobile

Forbes Content Marketing Playbook Gets Mobile


Mobile is becoming an ever more important part of content marketing.  It is crucial to address your mobile audiences, whether you are a B2B or a B2C marketer. But how? A great way to outline your content strategy is the authoritative  Content Marketing Playbook on Forbes.[1] It’s got a lot of great information about how brands can approach content marketing. It deals with purpose, relevance, quality content, editorial talent and content sharing. But there’s one thing that the Content Marketing Playbook is missing – an emphasis on mobile. And that’s definitely something that needs to be included. Here’s are some of the content marketing guidelines we would like to add to this great content marketing playbook.

1. Optimize ALL Content for Mobile Technology

More people than ever are using mobile devices to access content throughout the day. Mobile and tablet occupy an increasing slice of business and leisure time and as marketers we need to be very aware of the changes in behavior of our customers. For example, marketing to the couch potato doing product research while watching TV is becoming an important use case for marketers. The logical conclusion is that any brand that is engaging in content marketing – and all brands should – need to make sure that the content is easily accessible and readable on these devices.

Since content marketing covers everything from what’s on your website to the white papers and online magazines you send out to readers it means that everything has to be mobile optimized for usability and SEO.[2] Essentially that means that today’s content marketer has to think beyond responsive website design and add to their toolbox solution to make that in-depth long-from content mobile-friendly as well.

2. Use Mobile SEO

Content marketing today also has to take account of how people are using their devices to find information. It means content producers must optimize content for semantic search so that mobile device users who are using conversational questions or even voice search can easily find what they need.[3] And it also means taking advantage of structured data and SEO so that search engines recognize the type of content available and can find and deliver results that are relevant to mobile device users.[4]

3. Aim for Quality

An area where we agree 100% with Forbes is on the importance of creating quality content. The changes in Google’s search algorithm over the past year or two have shown that quality content is an increasing focus for Google when delivering results to web users. Brands that fail to create quality content will fail to win their customers’ attention; it’s as simple as that. And a big part of winning that attention is creating the kind of quality content that rises to the top.

One thing to add to the content mix in 2014 is long form content. Data published on the Strategic Marketing Services blog shows that longer content is both popular with readers and prominent in search results.[5] Readz content marketing playbook longer contentThat’s why, in addition to short, shareable content snippets, brands should include their existing long form content such as magazines and white papers in their content marketing.

4. Cater for Social Sharing

If people aren’t sharing your content, you might as well be invisible. Around 73% of adults use social networking sites and 71% of online adults use Facebook in particular. Our own research shows that mobile device users also love visiting social networking sites.[6] Put the two together and you can see that it’s crucial to make sure mobile device users can share your content on social media. An online publishing solution that includes social sharing buttons and makes it easy for you to track social interactions is a good choice. In preparing content, pay attention to titles, descriptions and excerpts so that each shared snippet strengthens brand awareness.

5. Hire Expert Content Producers

Here’s another area where we agree with Forbes: the importance of having somebody who knows what they’re doing in charge of the editorial strategy. With so many places to publish content, it’s essential to have someone manage the process and integrate your content production into a holistic online publishing strategy. As part of this, ensure that you understand mobile user personas and how to use mobile content optimization to create a more magnetic brand marketing presence. You can learn more on this topic by visiting our “How to Create a Mobile User Persona” article.

From now on, it’s not just enough to do content marketing. Brands must engage with mobile content marketing, creating optimized and reader friendly content for the growing number of mobile device users.



[1] Content Marketing Playbook – Forbes

[2] Mobile SEO: 5 Ways to Ensure Your Brand’s Content is Optimized – Search Engine Watch

[4] Structured Data – Google Webmaster Tools Help

[5] Long Form Content and its Benefits – Strategic Marketing Services

[6] Social Networking Fact Sheet – Pew Internet


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